respect as a value-proposition ™. the campbell-ewald vision 2 to understand consumer values,...

Respect as a Value-Proposition

™

The Campbell-Ewald VisionThe Campbell-Ewald Vision

2

To understand consumer values, lifestyles, To understand consumer values, lifestyles, belief systems and decision processes belief systems and decision processes better than any other organization in the better than any other organization in the advertising / marketing communications advertising / marketing communications business and to create the most effective business and to create the most effective communications which inform and motivate communications which inform and motivate consumers based on this understanding.consumers based on this understanding.

Campbell-Ewald Fusion Process™

3

The gapThe gap

• Most companies’ efforts internally focused

– “How do we react when someone tries to access the company?” versus “How can we proactively reach out and make a difference?”

Reactive Inside Proactive Outside

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• Reviewed the best aspects of the best of human relationships…and adapted themfor improved marketing

• Boiled down to five simple behaviors that can make a world of difference…all based on respect

• Validated by proprietary research (Campbell-Ewald Respect Deficit Study)

• Reviewed the best aspects of the best of human relationships…and adapted themfor improved marketing

• Boiled down to five simple behaviors that can make a world of difference…all based on respect

• Validated by proprietary research (Campbell-Ewald Respect Deficit Study)

Campbell-Ewald insight

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The People Principles

Admit it. You goofed.

11

22

33

44

55

Appreciate me.

Intentions don’t matter. Actions do.

Listen…then you’ll know what I said.

It’s about me. Not about you.

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Methodology

– Four page customer mail survey

– Fielded in January 2003 by Synovate & C/E

– Mailed to customers of three Campbell-Ewald clients:• Insurance Category

• Airlines Category

• Retail Category

– Clients provided mailing lists

– Survey informed by people principles

– Study sponsor was not identified

Linking Respect to LoyaltyLinking Respect to Loyalty

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Questionnaire TopicsQuestionnaire Topics

Brand & Category Usage

Satisfaction

Overall Brand Opinion

Differentiation

Future Usage Intent

Likelihood Of Switching

Attribute Ratings• Category/brand drivers• “Respect” • People Principle interpretations

Demographics

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Brand Loyalty ModelBrand Loyalty Model

Relationship

Opinion AboutAlternatives

Superiority OnWhat’s Important

Ability To MeetPerson’s Needs

Interest In SeekingOther Choices

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Brand Loyalty ModelBrand Loyalty Model

Potential

Expected ChangeIn Brand Use

Expected ChangeIn Category Use

Propensity To SwitchFrom Other Choices

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Validated Brand Loyalty ModelRelationship• Ability to meet person’s needs

• Superiority on what’s important

• Opinion about alternatives

• Interest in seeking other choices

Potential• Expected change in category use

• Expected change in brand use

• Propensity to switch Loyalty SegmentationCustomers• Dynamic• Stable• Challenging• Reluctant

Prospects• Dynamic• Stable• Challenging• Reluctant

Loyalty Scoring Drives Segmentation/TargetingLoyalty Scoring Drives

Segmentation/Targeting

BrandLoyalty Scoring

• Customer life time value

• Value Simulator

• Attrition Models

Business Planning

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Campbell-Ewald Respect Validation Study

Campbell-Ewald Respect Validation Study

BrandLoyalty Scoring

Validated Brand Loyalty ModelRelationship• Ability to meet person’s needs

• Superiority on what’s important

• Opinion about alternatives

• Interest in seeking other choices

Potential• Expected change in category use

• Expected change in brand use

• Propensity to switch

Respect

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Respect was found to be a significant driver of loyalty for all three brands included in Campbell-Ewald study

Role Of RespectRole Of Respect

• Insurance

• Airlines

• Retail

Respect Correlation w/Loyalty .73

.69

.53

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Loyalty MapLoyalty Map

Reluctant

Challenging

Stable

DynamicP

ote

nti

al

Relationship0 100

010

0

70

60

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Insurance Loyalty MapInsurance Loyalty Map

Reluctant: 25%

Challenging: 5%

Stable: 21%

Dynamic: 48%

Weak Strong

Low

High

Po

ten

tia

l

Relationship

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Reluctant: 25%

Challenging: 5%

Stable: 21%

Dynamic: 48%

Weak Strong

Low

High

MessagingOpportunity:

Thank Customers & Tell Them They’re Appreciated

MessagingOpportunity:

Offer New Solutions; Inform Them Of Other Ways You Can HelpMessaging

Opportunity:Inform CustomersOf New Relevant

Points OfDifference

Insurance Loyalty MapInsurance Loyalty Map

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Insurance Loyalty Driver AnalysisInsurance Loyalty Driver Analysis1. Provides excellent

customer service

2. Interested in listening to what’s important to me

3. Agents are trained in solving customers’ problems

4. Has a good reputation

5. Takes care of problems quickly

6. Makes me feel respected as a customer

7. Is honest & open w/me when dealing w/problems

8. Works w/me to find customized solutions

9. Lets me know they appreciate my business

10. Provides me with information that is important to me

11. Has knowledgeable agents

12. Honors commitments and promises they’ve made to me

13. Provides varied coverage to meet my unique needs

14. Rewards me for repeat business

15. Keeps me informed about the status of claims

16. Notifies me of available discounts

17. Gives me options for solving problems

18. Wants to hear from me if I ever have a problem

19. Agents contact me w/information about new products/services

20. Has friendly & courteous agents

21. Acknowledges if I am a loyal customer

22. Seek feedback to see if performance meets my expectations

23. Offers reasonable rates

24. Acknowledges when they have made a mistake

25. Handles claims in a timely manner

26. Has advertising that appeals to me

27. Doesn’t place own interests above customer’s

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Loyalty

Excellentcustomerservice

Interestedin listening

to meReasonable

rates

Wants to hear ifhave problems

Providesimportant

information

Makes me feel respected

Friendly &courteous

Agents offernew products

Good reputation

Acknowledges meas loyal customer

Knowledgeableagents

Acknowledgesmistakes

Appreciatemy business

Varied coverage

Customizedsolutions

Keeps me informedabout claim status

Timely claimhandling

Honest/openabout problems

Agentstrained

Honorscommitments

Handlesproblems quickly

Reward me forrepeat business

Options forsolving

problems

Notify me ofdiscounts

Insurance Loyalty Driver AnalysisInsurance Loyalty Driver Analysis

Seek feedback- if met

expectations

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Reasonablerates


Providesimportant

information


Friendly &courteous


Loyalty


to me

Good reputation


Knowledgeableagents



Varied coverage

Customizedsolutions




Agentstrained

Honorscommitments



Options forsolving

problems




expectations

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Reasonablerates

Providesimportant

information


Friendly &courteous



to me


Varied coverage

Customizedsolutions




Honorscommitments



Options forsolving

problems




Loyalty

Good reputation




expectations

Knowledgeableagents

Agentstrained

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cRm Integration in Campbell-Ewald Fusion Process™

ResearchAudit

DatabaseAudit

TouchpointAudit

Key ManagerAudit

Respect EquityTracking

Retention/Sales Reports

WinbackReports

CustomerRespectExploration

RespectEquityStudy

CommunicationsDevelopment

Research

RespectEnhancement

Plan

RespectDeliveryMapping

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respect as a value-proposition ™. the campbell-ewald vision 2 to understand consumer values,...

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